Client

Legacy Club – an exclusive, owner-only luxury residential and golf community in Cabo San Lucas offering refined coastal living, and a relaxed resort-style lifestyle.

Project Overview

The Legacy Club is an exclusive private golf club located within the Diamante community in Cabo San Lucas. As the club evolved alongside its luxury real estate offering, its existing brand no longer reflected the level of refinement, exclusivity, or meaning behind the experience.

The Challenge

The existing logo lacked distinction, memorability, and the visual sophistication expected of a high-end private golf club. While it carried personal meaning for ownership, it did not align with the elevated positioning of the Legacy Club or its surrounding luxury environment.

The challenge was twofold:

• Create a refreshed, premium brand system

• Preserve the emotional and familial significance of the original mark

All within an extremely tight timeline.

The Strategy

Rather than starting from scratch, the strategy centered on evolution, not replacement.

The original logo featured a hand-drawn “L” created by the owner’s wife—an element that needed to be preserved. I explored ways to elevate that letterform into a distinctive, ownable brand mark while adding depth, symbolism, and visual polish suitable for a luxury audience.

The Goal

To refresh the Legacy Club brand to reflect its luxury, exclusivity, and real estate offering while preserving the personal meaning embedded in the original logo.

Role

Senior Graphic Designer
I led the creative rebrand to modernize the identity while honoring the deeply personal elements tied to the club’s original logo. Within two weeks, I designed a new logo and supporting brand elements, including:

• A refined primary logo and supporting variations

• A custom logo mark created by repeating the original “L” into a floral form

• Expanding on the current color palette and bringing in a more elevated typography system

• Clear brand usage guidelines for consistency across touchpoints and programs

The floral mark symbolized new life, growth, and beauty, reinforcing both the renewal of the brand and the personal story behind it.

Results

The refreshed brand was fully approved on the first logo presentation, with no requested revisions. Stakeholders praised the updated typography and overall direction for more accurately reflecting the exclusivity and value of the Legacy Club.

From initial concept to website-ready assets, the complete brand rollout was delivered in six weeks, successfully modernizing the identity while preserving its legacy.

Key Takeaways

This project highlights my ability to move quickly without sacrificing thoughtfulness—especially when working with brands that carry emotional weight. By balancing strategic design decisions with respect for personal history, we delivered a refined, scalable brand that feels both luxurious and deeply meaningful.

Tools & Skills

• Brand identity design

• Typography

• Concept development

• Adobe Creative Suite

• Cross-team collaboration